Title :

Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

Author(s) :

Vorster, Lizette [Auteur]
Kipnis, Eva [Auteur]
Coventry University
Bebek, Gaye [Auteur]
Demangeot, Catherine [Auteur]
Lille économie management - UMR 9221 [LEM]

Journal title :

Journal of MacroMarketing

Pages :

51-72

Publisher :

SAGE Publications (UK and US)

Publication date :

2019-09-10

ISSN :

0276-1467

English keyword(s) :

ntercultural marketing
multicultural marketplaces
neo-institutional theory
post-colonial societies
intercultural relations
conviviality

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze ...
Show more >This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze South African advertising campaigns to determine how marketing brokers intercultural relations by legitimizing social meanings conveyed through nation-building ideologies and consumers’ lived experiences. We examine whether marketing outputs align with stages of Rainbow Nation-building strategies and types of consumers’ lived experiences of South Africa’s superdiversity. We then derive a conceptualization of intercultural marketing, which we characterize as an approach focused on brokering meanings of convivial intercultural engagement and collective development of societal welfare goals. We contribute to macromarketing theory, directing attention to the important brokering role marketing has, in bridging conceptions of reconciliatory social development held by public policy makers and by societies’ populations. By conceptualizing intercultural marketing, its goals and tools, we contribute to multiculturally-sensitive marketing research and practice advancement.Show less >

Language :

Anglais

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL